You’ve got to love Benefit’s colourful way of getting over the message about their new mascara. They don’t appear to take the subject too seriously, yet they have evidently spent a fair bit of time working out exactly what shape and texture of brush would be the best for tackling all eye shapes and all types of problem lashes (short, straight or short and straight). Taking inspiration from the way women have traditionally created curls in their hair, the San Francisco beauty brand has come up with Roller Lash (£19.50), the curved, roller-like brush of which is studded with tiny, strategically placed, hooks which grab, lift and curl the lashes to great effect.